What are the most important social media KPIs?
Posted: Wed Dec 11, 2024 4:27 am
More and more people are using social media to get informed, contact brands and seek opinions that help them make their purchasing decisions . As a result, these platforms have become one of the most valuable communication channels for brands. However, to use them effectively and properly integrate them into the marketing plan , it is necessary to track social media metrics by establishing the right KPIs from the start.
The main KPIs of social networks
A KPI is a type of metric that measures the performance of valuable variables for the company over time with respect to the stated objectives . Some examples of KPIs on social networks are:
Number of followers. It reflects the growth of the facebook database community around the brand and helps to understand the impact of certain advertising campaigns or publications.
Reach. This refers to the number of unique people who have been exposed to a published content, indicating how it spreads across social media.
Impressions. This KPI counts the number of times a user has viewed content on their screen, although it does not necessarily imply an interaction.
Engagement . This indicator refers to the number of interactions that a piece of content receives, from likes and shares to comments, which allows us to know if it has been interesting for followers.
Conversions. Reveals the number of users who take the desired action, whether it's filling out a form with their details, contacting the brand or making a purchase. It's useful for analyzing the performance of each post within a campaign and determining its impact on the target audience.
Bounce rate. This indicates the number of users who accessed the post through the social network but left the page without performing the desired action. This is a very valuable piece of information for measuring the quality of traffic from different social networks and determining the ROI compared to other sources of traffic, such as traffic from search engines.
Social media analytics tools
Social media analytics tools allow you to create performance reports to understand which strategies are working best and which ones need to be changed . All social media networks have native analytics tools, such as Facebook Analytics, Instagram Insights, Twitter Analytics or Linkedin Analytics.
However, if you manage profiles from different accounts or want to consolidate data into a single tool, there are other options that give you a more complete picture of your social media work so you don't have to review each platform individually.
Hootsuite. With this tool for measuring KPIs on social media, you will have the most relevant metrics in one place, from reach to the number of clicks, the interaction rate or views. You will also be able to access profile metrics, such as the number of visits, reactions and follower growth. In addition, Hootsuite follows the mentions that the brand has received on social media and suggests the best time to publish, so that the content can have the greatest organic reach possible.
Talkwaker is a very interesting social media analytics tool because it monitors conversations from over 150 million sources to analyze user engagement, potential reach, comments, sentiment, and emotions about your brand. It sends out critical warning signals so you can intervene and avoid a reputation crisis, as well as identifying emerging trends so you can get ahead of your competition. It also indicates the best time to engage with followers and achieve maximum visibility.
Metricool. This is another tool for analyzing social media metrics and measuring the success of digital content. It tracks community growth to understand how the brand profile is evolving and evaluates the performance of content on each social network globally and individually. It also analyzes the competition's strategies on social media and allows you to evaluate the effectiveness of Facebook Ads and TikTok Ads.
Do you want to continue learning more about social media metrics? Would you like to learn all the functions of a community manager ? Sign up for our online University Expert Course in Web Analytics .
The main KPIs of social networks
A KPI is a type of metric that measures the performance of valuable variables for the company over time with respect to the stated objectives . Some examples of KPIs on social networks are:
Number of followers. It reflects the growth of the facebook database community around the brand and helps to understand the impact of certain advertising campaigns or publications.
Reach. This refers to the number of unique people who have been exposed to a published content, indicating how it spreads across social media.
Impressions. This KPI counts the number of times a user has viewed content on their screen, although it does not necessarily imply an interaction.
Engagement . This indicator refers to the number of interactions that a piece of content receives, from likes and shares to comments, which allows us to know if it has been interesting for followers.
Conversions. Reveals the number of users who take the desired action, whether it's filling out a form with their details, contacting the brand or making a purchase. It's useful for analyzing the performance of each post within a campaign and determining its impact on the target audience.
Bounce rate. This indicates the number of users who accessed the post through the social network but left the page without performing the desired action. This is a very valuable piece of information for measuring the quality of traffic from different social networks and determining the ROI compared to other sources of traffic, such as traffic from search engines.
Social media analytics tools
Social media analytics tools allow you to create performance reports to understand which strategies are working best and which ones need to be changed . All social media networks have native analytics tools, such as Facebook Analytics, Instagram Insights, Twitter Analytics or Linkedin Analytics.
However, if you manage profiles from different accounts or want to consolidate data into a single tool, there are other options that give you a more complete picture of your social media work so you don't have to review each platform individually.
Hootsuite. With this tool for measuring KPIs on social media, you will have the most relevant metrics in one place, from reach to the number of clicks, the interaction rate or views. You will also be able to access profile metrics, such as the number of visits, reactions and follower growth. In addition, Hootsuite follows the mentions that the brand has received on social media and suggests the best time to publish, so that the content can have the greatest organic reach possible.
Talkwaker is a very interesting social media analytics tool because it monitors conversations from over 150 million sources to analyze user engagement, potential reach, comments, sentiment, and emotions about your brand. It sends out critical warning signals so you can intervene and avoid a reputation crisis, as well as identifying emerging trends so you can get ahead of your competition. It also indicates the best time to engage with followers and achieve maximum visibility.
Metricool. This is another tool for analyzing social media metrics and measuring the success of digital content. It tracks community growth to understand how the brand profile is evolving and evaluates the performance of content on each social network globally and individually. It also analyzes the competition's strategies on social media and allows you to evaluate the effectiveness of Facebook Ads and TikTok Ads.
Do you want to continue learning more about social media metrics? Would you like to learn all the functions of a community manager ? Sign up for our online University Expert Course in Web Analytics .